Let’s say a customer sees your ad, clicks on it, but ends up calling you, leading to a sale that was taken offline. How can you track when your search ad leads to a conversion offline and outside of your website? You can import offline conversions, to better measure what happens after your ad was clicked.
Better tracking. You can track the impact of your campaigns for both online and offline channels.
Easy importing. All you need are the time, date, Microsoft Click ID, and conversion goal name to get started.
Better ROI. You can optimize your campaigns based on the full online and offline impact of your search ads.
Before you begin, make sure that:
For every offline conversion you want to measure, you need to create a new offline conversion goal type. You can create as many offline conversions as you need. Also, auto-tagging of Microsoft Click ID is automatically turned on when you create your first offline conversion goal and you can check your auto-tagging status of the click ID in the Shared Library/Account level options page.
After you have created a conversion goal, you’ll be prompted to upload the conversions now or later. After you create a new conversion goal, you must wait 2 hours before uploading conversions for that conversion goal. Once you have finished creating an offline conversion goal, you’ll see a dash ( - ) for UET tag ID and Tracking status in the grid, as UET tags aren’t required.
You have multiple options for importing your offline conversions into Microsoft Advertising. You can either upload a file once, create a schedule to upload a file regularly, or upload conversions through APIs. Learn more about APIs.
For optimal performance, we recommend uploading offline conversions daily. Otherwise, auto-bidding performance might be impacted detrimentally.
Time format | Example |
---|---|
MM/dd/yyyy hh:mm:ss tt | "06/01/2017 1:00:00 PM" |
MM dd,yyyy hh:mm:ss tt | "Jun 01, 2017 1:00:00 PM" |
MM/dd/yyyy HH:mm:ss | "06/01/2017 01:00:00" |
yyyy-MM-dd HH:mm:ss | "2017-06-01 13:00:00" |
yyyy-MM-ddTHH:mm:ss | "2017-06-01T13:00:00" |
yyyy-MM-dd HH:mm:ss+z | "2017-06-01 13:00:00+0500" |
yyyy-MM-ddTHH:mm:ss+z | "2017-06-01T13:00:00-0100" |
yyyy-MM-dd HH:mm:ss zzzz | "2017-06-01 13:00:00 EasternTimeUSCanada" |
yyyy-MM-ddTHH:mm:ss zzzz | "2017-06-01T13:00:00 EasternTimeUSCanada" |
Scheduling recurring imports is available in the redesigned Microsoft Advertising experience only.
You can import your offline conversions in Microsoft Advertising from an online location on a regular schedule. Create an Excel or .csv file of your conversions data and store the file in an online location using HTTPS, HTTP, SFTP, or FTP. Make sure you update your offline conversions data before each scheduled import.
You can also set up your offline conversions import schedule using your file from Google Docs.
Updating and deleting offline conversions is available in the redesigned Microsoft Advertising experience only.
You may want to update or delete offline conversions in any of the following scenarios:
Conversion adjustments are available for offline conversions only.
There are two ways you can make changes to your offline conversions:
To update or delete a conversion, you will need to upload a file in the right format and specify which conversions should be updated and how. You can use the following templates for the right format: Excel or .csv.
Time format | Example |
---|---|
MM/dd/yyyy hh:mm:ss tt | "06/01/2017 1:00:00 PM" |
MM dd,yyyy hh:mm:ss tt | "Jun 01, 2017 1:00:00 PM" |
MM/dd/yyyy HH:mm:ss | "06/01/2017 01:00:00" |
yyyy-MM-dd HH:mm:ss | "2017-06-01 13:00:00" |
yyyy-MM-ddTHH:mm:ss | "2017-06-01T13:00:00" |
yyyy-MM-dd HH:mm:ss+z | "2017-06-01 13:00:00+0500" |
yyyy-MM-ddTHH:mm:ss+z | "2017-06-01T13:00:00-0100" |
yyyy-MM-dd HH:mm:ss zzzz | "2017-06-01 13:00:00 EasternTimeUSCanada" |
yyyy-MM-ddTHH:mm:ss zzzz | "2017-06-01T13:00:00 EasternTimeUSCanada" |
Once your file is ready, you can upload conversion adjustments in the same way as you uploaded conversions. You can also schedule your conversion adjustments to import based on the Schedule recurring imports of your offline conversions process described above.
Once auto-tagging of MSCLKID is enabled, when an ad is served, the MSCLKID is dynamically appended to your landing page URL.
After you’ve created one or more conversion goals, you’ll need to enable your website to be able to track conversions. Be sure to consult with your webmaster when completing this step.
<script type="text/javascript">
function setCookie(name, value, days){
var date = new Date();
date.setTime(date.getTime() + (days*864E5));
var expires = "; expires=" + date.toGMTString();
document.cookie = name + "=" + value + expires;
}
function getParam(p){
var match = RegExp('[?&]' + p + '=([^&]*)').exec(window.location.search);
return match && decodeURIComponent(match[1].replace(/\+/g, ' '));
}
var msclkid = getParam('msclkid');
if(msclkid){
setCookie('msclkid', msclkid, 90);
}
</script>
<form action="" name="myForm">
Name: <input type="text" name="name">
<input type="hidden" id="msclkid" name="msclkid" value="">
<input type="submit" value="Submit Form" name="btnSubmit">
</form>
<script>
function readCookie(name) {
var n = name + "=";
var cookie = document.cookie.split(';');
for(var i=0;i < cookie.length;i++) {
var c = cookie[i];
while (c.charAt(0)==' '){c = c.substring(1,c.length);}
if (c.indexOf(n) == 0){return
c.substring(n.length,c.length);}
}
return null;
}
window.onload = function() {
document.getElementById('msclkid').value =
readCookie('msclkid’);
}
</script>
Check the Status column in the table after your file has been uploaded. You’ll be able to see if it was uploaded successfully or if there were any errors. You can also download the results of the upload, which includes any error messages.
There are multiple reasons why there are fewer conversions in Microsoft Advertising than what you had uploaded.
Advertisers using one of the following supported call-tracking providers can import their call conversion data back into Microsoft Advertising to see the full impact of their online campaigns. Please refer to these providers' documentation for details on integrating with Microsoft Advertising: